How to Recruit Like a Marketer?

If you want to be a successful recruiter, you should learn how to think like a marketer!

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Why do recruiters need to start thinking more like marketers?

The labor market has changed a lot in the last few years. The economy has recovered from the crisis and unemployment is lower than ever. Consequently, the power has shifted from employers to candidates. In the past, employers were able to choose among many candidates. Now, employers struggle to attract the attention of job candidates and convince them to apply for their open job positions.

These days, the main preoccupation of most recruiters is selling their open job positions to potential job candidates. They need to find a way to stand out from their competitors and attract the top talent. Successful recruiters have started using marketing methods and tactics in order to attract the best candidates. This gives them a strong competitive advantage over their colleagues who haven’t yet discovered the power of recruitment marketing.  

How can recruiters think more like marketers?

Many recruiters find it difficult to apply advanced marketing methods and tactics. This is understandable since they don’t have the appropriate knowledge and experience in marketing.

However, there are some simple tricks you can apply in order to start thinking more like marketers.

5 ways recruiters can think more like marketers

Here are 5 ways recruiters can start thinking more like marketers:

1. Sell the job

Instead of listing all the job requirements and qualification you want to see in candidates, think about the way you can make your job postings more appealing to candidates. Apply best job advertisement practices in order to attract job candidates.

2. Get to know your candidates

In order to attract the right type of candidates, recruiters need to send them personalized messages, create personalized content and deliver personalized ads and promotions. This is why recruiters need to define their ideal candidates or candidate personas

3. Think about your candidates’ wants and needs

Focus on the wants and needs of your ideal candidates, not of your company. What is important for job seekers? What do they want and need? Why would they come to work for your company? Define your Employee Value Proposition and emphasize it in your job postings.  

4. Leverage the power of social media

In the current job market, not many job seekers are browsing job boards. Most candidates already have a job, so instead of job boards, they spend their free time on social media. Get in front of them by learning how to promote your employer brand on social media.

5. Use the right tools

Marketers can’t imagine their life without the help of technology. Luckily, HR technology is progressing rapidly in the last few years. Now, recruiters have many different types of HR software at their disposal.

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Leading Employees Through Interpersonal Conflict

Not everyone gets along all the time. This is especially true during times of high stress, which can turn minor differences of opinion into full-blown arguments and trigger all sorts of stress reactions.

High-stress situations and conflicts can also bring to the surface underlying biases and unpleasant reactions to women in positions of authority. Because of this, managing conflict can be a point of particular difficulty for women in the workplace, no matter how well trained and skilled they are as managers or HR professionals.

Managers need to be savvy and adjust the leadership style they employ, as well as carefully investigate the source of a conflict in order to diffuse issues. These are excellent best practices to employ anyway, but the stakes can be especially high for women, who may find more authoritative styles of leadership backfiring.

 

Digging to the Root of a Conflict

The good news is that the extra work women often need to put in to conflict resolution tends to lead to better management as a result.

Quickly and permanently resolving a conflict requires finding and addressing its cause. Otherwise the issue is likely to boil over again. There are different types of workplace conflicts, each with a different impetus. The solution to two people quarreling over differing social values will vary greatly from employees butting heads because they have too few resources for everyone to do their work effectively. Both of these are very different from conflict caused by policy violation or harassment.

The idea is simple: solve the specific problem that causes the conflict. If employees need more resources, but those resources can’t be allocated quickly, some creative solutions to how people work together might be needed. Someone may need to be assigned different tasks in the meantime, or there may be a broader cultural issue if certain people’s needs are routinely neglected. Finding other ways to keep employees motivated will help with stressful work environments.

When the cause of a conflict can be traced directly to the actions of an employee, things can become complicated quickly. Poor internal policing of harassment is a common problem in many industries, and if a harasser enjoys the protection of someone higher up on the food chain it can be extremely difficult to correct their behaviour or dislodge them.

 

Leadership Strategies for Conflict Resolution

Once you know what’s causing a conflict, you can apply the type of leadership that you feel will work best. There are a number of different leadership styles, each with pros and cons, and differing effects on different demographics and workplace cultures.

If a conflict arose due to differences in values or different interpretations of workplace culture, a more restorative and transformational type of leadership may be required. Sitting down with employees to work through their differences and seeking common ground can help them work together in the future. Issues like these may also indicate that company policy may need to be updated to be clearer about workplace goals, and re-affirm which types of conversations are not work appropriate.

If employees butt heads due to resource allocation, workload, or other stresses related to the work environment directly, then a more authoritative resolution could be disastrous for a manager of any gender. Employees may need to be reminded of appropriate conduct, but the structural issues putting stress on them in the first place need to be addressed.

Cases of harassment present a whole host of frustrations. Harassment can be difficult to prove, and firing someone without a strongly documented case against them can land a manager in legal nightmares, not to mention internal scrutiny. In many cases your hands might be tied to even make those decisions.

The two most important things about cases of harassment are documentation and supporting the victim. Accurate, dispassionate documentation is vital, especially if the behaviour dips into criminal territory and the police need to become involved. It also protects you and the company against legal action when disciplinary measures are taken.

You may need to invoke several different leadership styles to navigate the situation, to make victims feel safe, to convince other employees to tell you truthfully what they witnessed, and to handle the perpetrator of harassment according to the specific statutes, legal definitions, and workplace laws in your state.

 

Preventative Measures to Take Against Conflict

The earliest preventative measure against conflict is the hiring process. Every company has a unique working environment, policy, and culture. Hiring people only for the skills they possess might get work done, but could result in a volatile mix of differing work ethics, team dynamics, and people skills. Creating a workplace with little conflict starts from the very first hire. No workplace can be 100 percent issue free, but a candidate with the best resume but a bad attitude can cause a lot more damage than someone with less experience and an eagerness to cooperate. That’s why many companies choose to look for evidence soft skills, leadership ability and even teamwork on applications.

A robust onboarding and training process, even for experienced hires, is also a big part of helping people adjust to the ins and outs of their new environment. Assigning new hires to mentors — peers who can help them adjust and answer lighter questions — is another great way to ensure that employees come to understand the social dynamics of the workplace quickly.

Having enough employees to complete the work, paying enough, providing workplace resources and having policies that promote work-life balance are all also preventative conflict resolution. People who are happy coming to work are less likely to lash out.

There’s no catch-all answer to conflict, but many of the things you do every day to make your workplace better are also conflict-prevention strategies. Being proactive about employee satisfaction and mental health can go a long way to preventing problems in the first place. When resolution is needed, a little investigation and a firm but fair hand can keep the work environment pleasant for everyone.

Incentive Dos and Don’ts for Your Company

Company incentive programs are intended to keep employees motivated and engage them in their own performance. However, if they are not executed carefully, the reward system can result in jealousy among staff and decreased performance.

When planning incentives for your work staff, you need to consider a myriad of factors to avoid workers ignoring safety or other corporate rules to reach unreasonable sales or performance goals. The goals should be challenging but attainable with the reward gratifying.

To maintain fairness and equity with your incentive program, set up key performance indicators (KPIs) to evaluate employee’s progress and valuation adequately. These metrics will help you drive the success of your program but also company milestones. Consult this list of dos and don’ts when incentivizing your staff.

Incentive Dos

The first thing to do is to know your audience. If your staff is replete with millennials, they may appreciate vintage 90s swag rather than cash rewards or extra money in their 401k. If your workforce is young, hip and the company based near water, consider giving water sports gear or ski jet rentals as incentives. Make incentivizing fun for your whole organization.

Do remember to inform all employees about the rewards program. Make sure you stick to a regular schedule and operate with fairness and equality when doling out incentives. Ensure your incentives are goal-oriented and measurable. Involve your employees in choosing rewards that are meaningful to them. Consider their input when devising the program; they may have great ideas for performance indicators and goals as well.

Make rewards frequent enough to keep everyone motivated. Instead of just an annual bonus, build in daily, weekly and monthly incentives as well. Structure the program so that you can give many small incentives with more substantial rewards less often. For example, when the team reaches a sales goal, hand out company sweatshirts, mugs or other logo-decorated swag and when a particular employee is chosen for his or her annual contribution, perhaps a cash bonus makes sense.

Base rewards on peer input and not just management-focused goals. Letting your team pick the best of the group helps to build respect and teamwork within your organization. Recognition from peers is sometimes even more rewarding than from top level management. Plus, your employees know each other much better than managers do and might be aware of performance improvements that you may not know of.  

Incentive Don’ts

First, don’t forget about the budget. When you build incentives into your company culture, factor in the cost of living and staff growth and make sure you can easily afford it. Don’t make the goals so easy that everyone achieves them, and you have to pay out, leaving nothing for the future.

Don’t offer “one size fits all” rewards — have options. Some employees might like swag and others might like an Amazon gift card instead. Variety can also ensure you are motivating your whole team, not just a select few. Don’t forget that you want your staff to work as a team so don’t create a rewards program that has everyone out for themselves. Team goals are good too, then the whole team wins the reward.

Don’t give inappropriate or unsafe items like e-cigarettes that are dangerous to your health and promotes a bad habit. Don’t set up programs based on one person’s opinion, such as an “employee of the month” where a manager chooses. Instead, use KPIs to evaluate all employees equally and know precisely what you are rewarding.

Don’t ignore your best people, be sure to incentivize them properly when they reach their goals. If everyone gets the same bonus and your top performers have been working harder than most, they will see it as an insult and feel unappreciated. This one misstep can cost you great employee assets, and it will actually hurt motivation in the long run.

Final Thoughts on Incentive Programs

You should reevaluate your incentive program each year. As the business grows, KPIs and other goals will change too, and the program should change to reflect this growth. Be careful not to use incentives in place of a proper salary.

The key to a successful incentive system is communication. Make sure all levels of management understand the program thoroughly and then have them communicate it to the rest of the staff working for them. Clearly spell out the expectations of the plan before implementing it. If no one understand the program, they won’t use it.

During the planning stages, it is important to discuss as a company what your purpose is for incentivizing your workforce. Once you know your own goals, it will be easier to devise milestones and rewards that are meaningful. Have a strategic plan rather than a vague notion of why it makes sense. Your incentive program should motivate and encourage your workers to strive to do their best.

Top 3 Startup Hiring Challenges (and Tips to Overcome Them)

Many startups struggle to find, attract and select the right employees. Learn about the biggest startup recruiting challenges and discover best practice tips for overcoming them!

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How to overcome startup hiring challenges?

When it comes to recruiting, startups face 3 main challenges. We will explain these challenges and offer best practices tips for overcoming them! Read on to learn about the best recruitment strategies to attract the top talent to your startup!

First challenge: Startups lack hiring resources

Small companies and startups usually struggle with a lack of knowledge, resources and time to hire. They don’t have a dedicated in-house recruiter with the right hiring expertise and experience. They struggle to find, attract and select the right people for their open positions and company.

How to overcome this challenge?

Learn how to excel at the full cycle recruiting process. Write a great job posting, follow best job advertising practices, implement an employee referral program, learn how to be a good interviewer and ask the best job interview questions.

Second challenge: Startups have yet to build their (employer) brand

Startups are small companies just getting started, with no established brand and reputation. This is why most people are suspicious and won’t trust them. Yes, you may succeed, but hey, most startups fail, don’t they? It’s a big risk to work for a startup – a risk most people aren’t willing to take.

How to overcome this challenge?

You need to establish your employer brand and build your reputation as a great employer. Learn how to build your employer branding strategy in 5 easy steps and use social media to promote your employer brand.

Third challenge: Startups can’t offer competitive compensation packages

Startups can never compete with compensation packages and benefits offered by big corporations. This is why it is hard for them to compete with big brands in a war for talent. Why would top talent come to work for you instead for an established company with a great reputation that offers much higher salary?

How to overcome this challenge?

Okay, so maybe you can’t offer the biggest paycheck and extravagant benefits and you don’t have a fancy office. However, there are still important perks you can offer, such as flexible working time and work from home options. You can also offer a friendly, non-corporate office atmosphere. Dig deeper and highlight the right components of your employee value proposition which can serve as a magnet for talent!

The Future of the Workforce: What You Should Know About Generation Z

Generation Z has arrived and there is reason to believe they will shake things up as they bring new priorities and expectations to the workplace. Forbes defines this group as people born from 1997 and later. As an employer, you are tasked with the responsibility of adapting to the differences between the millennials and z’ers. While these two groups of young workers share an obvious appreciation and aptitude for state-of-the-art technology, there are also many important differences worth recognizing if you expect to recruit the cream of the crop.

Job Stability Takes Center Stage

While job stability is likely to rank high on a lot of employees’ list of priorities when considering career opportunities, generation z’ers are laser focused on job stability. When you consider that they witnessed how their family was affected by the Great Recession that began in 2008, it is no surprise that these young adults place a high value on job stability. In sharp contrast to millennials who were known as job hoppers, this newest group seeks out stable jobs in high-growth industries like health-care and technology.

Preference for Entrepreneurial Opportunities

Anne Loehr published findings from Millennial Branding, reporting that 61 percent of generation z high school students said they prefer pursuing business ownership as an entrepreneur instead of working as an employee. This information will shape recruiting efforts and definitely influence the future of the workplace. If you want to be successful working in HR, you must understand why the entrepreneurial lifestyle is attractive to gen z’ers. Only then, can you effectively incorporate the benefits of business ownership into career opportunities.

Lower Percentage of College Graduates

Predecessors owing tens of thousands of dollars in student debt have impacted how this generation views formal education. Gen z’ers are less likely to go to college. This shift in attitudes about the necessity of a college education is sure to dramatically impact your recruiting activities in a business climate where there is a shortage of quality candidates.

Generation Z Employees Question Technology and Its Impact

This self-aware group has heard the reports about how “being connected” 24/7 can compromise interpersonal skills and relationships. Digital HR Tech reports that this generation is concerned about not having important people skills. The idea of detoxing from electronics has become a subject of conversation as more generation Z technology addicts try to take control of what they consider to be a threat to their quality of life and success.

The YouTube Generation Likes Videos

One obvious way that you can compete for the hearts and souls of this new generation is through the use of video. You should create recruiting and training materials in the form of videos to cater to an audience who has spent their entire life taking selfies and watching videos with a smartphone. Growing up with video makes for an impatient audience that is more likely to respond to this format than to text ads.

Flexible Work Schedules

There may be some truth to this generation’s inability to relate well with others when you consider that these loners like to work independently. Since this generation embraces technology and has used it all of their life, they resist the idea of a 9-to-5 schedule. It simply does not make sense to them when they realize they can reach out and communicate easily without the inconvenience of fighting traffic to arbitrarily show up physically.

Diversity in the Workplace Is a Must

Generation Z is a diverse group of workers with fewer “white straight males” than ever before. The majority of this workforce does not tolerate anything less than acceptance of everyone without concern for different races, sexual identities and genders. There is no denying that this group is socially progressive and expects no less than this attitude to be embraced by your company’s leadership.

Expectations for Socially Responsible Company Management

Much like millennials, gen z’ers want to work for a company that acts socially responsible. Companies that are perceived to behave badly as it relates to poisoning the planet, discriminating against workers or cheating employees financially will not be able to recruit the best and the brightest of this new crop of new workers.

Final Word

Each new generation brings its own set of expectations and demands. Savvy business leaders recognize the need to recruit top employees so they can effectively compete. While generation z shares many of the same ideals and expectations as millennials, there are distinct differences that you must consider if you want your company to be positioned to attract top talent. Progressive corporate leadership who uses the latest technology and is socially responsible will lead the way in the near future.

Top 5 Ways to Use a Video in Recruitment

Discover the best ways you can use videos to attract and win the best job candidates!

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Why should you use video in recruitment?

Using videos in recruitment is one of the most productive recruitment marketing strategies that can help you attract and hire the best talent.

There are many reasons why you should use a video in recruitment. Adopting this trend will help you stand out in the saturated job market, differentiate from your competitors, showcase your employer brand and woow candidates with a great candidate experience.

How to use videos in recruitment?

Here are the top 5 ways you can use videos to improve your recruitment efforts:

1. Create a company culture video

Show, don’t tell. Create a company culture video and showcase your workplace culture, your office and your employees.

You can use your own smartphone and ask one simple question – and still create a memorable, company culture video- Check out this example from LinkedIn!  

2. Ad a video to your job posting

If you ad a video to your job postings, Google will recognize it as more relevant and show it at the top of job seekers search results.

As a result, more candidates will click on it and apply. According to CareerBuilder, job postings with videos have a 34% greater application rate.

3. Create a Facebook live video

Another way to incorporate a video into your recruitment practices is to create a Facebook live video. It is a perfect opportunity to answer all your candidates’ questions.

It’s simple and easy – all you need is your smartphone! The record of your video will automatically be posted on your timeline so people can view it again later. Check out a great example form L’Oreal!

4. Send videos to your silver medalists

Silver medalists are your second best job candidates. These are candidates that you didn’t hire – this time. However, these are great people that could be a perfect fit for some of your future job positions.

Use videos to deliver a bad news to these candidates and tell them that they didn’t get the job. They will appreciate your effort and personalized message.

5. Use videos to welcome and onboard new hires

You can also use videos as a part of your onboarding process. Sending a welcome video to your new hires is a great way to keep them engaged until their starting date.

You can also use a video to introduce your new hires to your company culture and their job duties. Check out a great example form Dunkin Donuts!

Want to create a recruitment video for your company?

Hopefully, these 5 ways to use a video in recruitment have sparked your creativity and inspired you to create your very own recruitment videos.

Yes, you can do it and no, you don’t a huge budget or a professional help. You can create great recruitment videos with your own smartphone!

Candidates are not interested in flashy corporate videos – they’ve seen tons of them. What they want to see is how it is really like to work at your company. DIY videos are authentic – and this is why candidates like them.

To help you get started, we gathered great practical tips for creating a perfect recruitment video! Be sure to check them out.

 

The hospitality industry is just one of the industries that could benefit from calendar sync

The Benefits of Calendar Sync for Employee Scheduling Software

According to the Financial Times:

Three-quarters of the world’s workers are temporary, casual or self-employed and this sort of employment is likely to become more prevalent.

This means businesses that require temporary, casual, or contract employees need to do more to keep attracting the best talent.

The more temporary and contract employees there are, the more businesses will offer these kinds of roles. It’s therefore important for businesses that need temporary and contract workers to stay ahead of the competition by offering better employee experiences – no matter how long someone works for them.

The better the employee experience is, the happier employees will be, and the more productive they’ll be. This means they’ll provide a better level of customer service to customers, which helps to increase customer referrals and improve reviews.

One thing companies can do to ensure that their temporary employees have a great experience is to use an employee scheduling software with calendar sync. These makes it easier for companies and employees to manage shifts around pre-existing commitments.

Hire people when they’re needed

In industries such as retail, there’s an inevitable surge in the need for staff in the run up to the holidays.

Employee scheduling tools that can see employees’ real-time availability make it easier for businesses to fill shifts.

Instead of needing to manage an Excel spreadsheet (which 59% of call centers still use for managing shifts!), they can tap into workers’ availability. They can then offer employees shifts that work around their schedules, making them more likely to accept.

It’s also easier for businesses to find last-minute cover for employees that have called in sick or are no longer available, because they don’t waste time contacting people who already have plans.

Work around people’s schedules

Having a work/life balance is becoming increasingly important in the modern world. Offering employees the opportunity to choose their shifts based on their availability makes it an easier, faster process to schedule their work.

If their calendar is connected to shift management software, the software can suggest shifts that work around their already existing schedule. They don’t need to rearrange family commitments or healthcare appointments to be able to work – their work fits seamlessly around their lives.

Alternatively, employees without calendar connectivity can search the database for shifts and choose the ones that best suit their schedules.

Shifts can be set up to automatically close once a set number of employees have chosen it. This means there won’t be too many people signed up for the Tuesday afternoon shift but nobody around on Tuesday morning. If someone cancels, the slot will re-open for someone else to select.

This flexibility helps to build a better employee experience, showing employees that their lives outside of work are valued, too.

Automatically add shifts to employees’ calendars

When dealing with temporary employees, there’s always a risk of no-shows. This then leaves the team short-staffed and makes it harder to deal with everything that comes their way.

Automatically adding shifts to employees’ calendars helps to prevent no-shows. It ensures that the shift sits in their calendar alongside their other commitments. They can also receive time-to-leave notifications based on their location, or reminders to make sure they don’t forget.

For casual workers that don’t need full calendar connectivity, they can be sent Smart Invites. These help businesses to track if an employee has confirmed their shift, ensuring every shift is filled in plenty of time.

Create a better experience for everyone

Syncing your shift management software with employees’ schedules makes it quicker and easier for your users to fill shifts.

It’s simple and stress-free to add calendar sync to your software using the Cronofy Calendar API.

To find out more about what features you could add to your software, check out our features page.

This post was originally published on the Cronofy blog.

What is Social Entrepreneurship?

The main role of entrepreneurship is to stimulate economic progress through action and innovation. An entrepreneur is usually motivated by the idea of changing a situation and always initiates direct action rather than waiting for instructions.

Social Entrepreneurship is all about identifying the social problems people face every day and achieving a social change by implementing entrepreneurial processes, principles, and operations.

It involves finding a solution to a social problem before creating, organizing, and then managing a social venture in an effort to attain the desired change. The change can be a lifetime process that focuses primarily on the improvement of the existing circumstances.

Entrepreneurship involves taking a lead to diversify the existing business or open up a new business. Social entrepreneurship focuses mainly on generating social capital and it doesn’t measure the level of performance in returns or profits.

Although this type of entrepreneurship is centered on non-profit making, it still creates the need to make a source of income. In addition, social entrepreneurship also works to solve environmental problems besides social problems.

A few examples of social ventures include women empowerment foundations, plants for the treatment of waste products and child rights foundations.

The Concept of Social Entrepreneurship

The main idea of social entrepreneurship is not only centered on solving problems and unpleasant situations in society but also directs the focus of an organization towards social benefits.

The reasoning behind it is that nonprofit businesses can also benefit from the primary focus of profit-centered businesses. This will require a sound strategy, customer focus, efficient operations, effective planning, and financial discipline.

A social entrepreneur can be a person associated with non-government or non-profit organizations that raise their funds through community activities and events.

Although most entrepreneurs are usually motivated by the potential of earning a profit, it doesn’t prevent an ordinary entrepreneur from creating a positive impact on the lives of other people in society.

How Social Entrepreneurs Take Action

Social entrepreneurship in modern times may be integrated with technology assets to provide more access to knowledge resources and widespread information.

A good example is providing high-speed internet connectivity to the remote communities. Another way people express social entrepreneurship is through the development of mobile apps that address the needs of the community.

This can include giving people ways to alert the city administrations about patterns of repeated traffic accidents, downed power lines, and burst water mains. Social entrepreneurs give voice to the community through technology by creating apps to report infractions that have been committed by law enforcement or city officials.

Why Has Social Entrepreneurship Gained Popularity?

Social responsibility is a differentiating factor in the age of heightened competition as it allows many organizations to appeal to certain buyer demographics.

Employees now have to make a choice on who they want to work for and most of them go for companies with high earning potential and strong missions. Financial pressures are worsening the existing social problems in the current economic crisis such as unemployment and poverty.

Social entrepreneurship is necessary as it mitigates the financial repercussions experienced today on the most vulnerable in the society.

Bottom Line

The field of social entrepreneurship continues to grow rapidly and it attracts the attention of many volunteers who are willing to create a positive impact on society. It has now become a popular term in university campuses and various social media platforms.

The main reason why social entrepreneurship has grown in popularity is that people can get to execute an idea they have held on for so long. The social entrepreneurs combine their brilliant ideas and implement them to bring a significant change in society.

3 Performance metrics that can shift your company’s direction

 

 

Want to find out how your business is performing? Setting and analyzing performance indicators for your company is the best way to forecast and get on track with your business goals. Creating KPIs or Key Performance Indicators will help you measure your company’s success. While choosing the right KPIs relies upon a good understanding of what is important to the organization, The question is what to focus on?

Performance measurement is not just related to collecting data associated with a predefined performance objective or standard. It has to be considered as an overall management system involving prevention and detection in order to meet clients expectations of the service or product you’re offering. Many companies have different methods regarding performance measurement, so how you measure performance says a lot about your company’s objectives.

Common Types of Indicators

 

There are two common types of performance indicators: financial and customer focused. 

Financial indicators are the most commonly used metrics for performance including: revenue growth rate, net profit, return on investment, among others. In terms of employee performance these are often quantified using output related measurements. These can be useful for growing your company’s finances but companies that focus solely on profit related indicators often face an innovation problem.

A focus on financial goals can put pressure on managers to focus on short term profitability over creativity. Financial indicators also don’t provide a full picture of a company’s performance. Rather than taking risks on new ideas, these companies can become known for creating ‘one hit wonders’ that sell and repackaging past successes. Eventually, quality and customer satisfaction can become compromised and employee motivation drops.

Microsoft learned this lesson at the expense of its top spot in the tech world. Originally a leader in cutting edge technology, after 2000 it began slipping in the rankings against companies like Google and Apple with its inability to keep up with new trends. As these companies began producing paradigm shifting products like the iPhone and Google Maps, Microsoft continued to survive off of its updated versions of Windows Office. Financial indicators demonstrated the company’s shift in popularity but not the contributing factors.

Internally, Microsoft had taken a cut throat approach to performance management called stack ranking. In this system employees were ranked according to their performance, with the top being put in line for promotions and the bottom 5-10% being shown the door. Rather than boosting productivity, this system merely increased competition and discouraged teamwork. Ultimately, instead of being encouraged to collaborate on new ideas, employees had to focus on gaining favor to survive.

Customer success indicators are increasingly seen as the most important performance metric. Some of the main customer centered KPIs include: conversion rate, customer retention, Net Promoter Score (NPS), etc. Due to differing objectives, companies that focus on customer centered indicators focus more on gaining a loyal customer base by producing great quality products, utilizing different marketing techniques and emphasizing a strong customer support service.

An example of this is Riot Games’ ‘Free To Play’ games which helped them to gain a loyal customer base by allowing gamers to play some of their best games for free online. Zappos’ customer service is famous for providing unsatisfied customers with gifts and free shoes to improve their customer experience. Creating a customer service culture is an essential part of their business strategy and the focus of CEO Tony Hsieh’s book Delivering Happiness.  

However, for companies that don’t take off straight away, the money and time put into each product can lead to slower profit generation and financial instability. Furthermore, while customer satisfaction is an extremely important key to success, what customers ultimately want are state-of-the-art products. Though customer focused indicators can help you build a loyal client base, they do not necessarily solve a company’s innovation problems.  

Companies should use a combination of both financial and customer focused indicators but there is a third key measurement which is essential to meeting your company’s goals.

Why people-centered indicators are so important

More and more companies are beginning to realize the importance of employee centered metrics. These types of indicators include: employee engagement, satisfaction and turnover.

Studies show that higher employee engagement is linked to higher customer satisfaction. When employees are happy at work and believe in their product/company this comes across to customers. Gallup revealed that companies with high employee engagement levels outperformed companies with lower levels of engagement in customer ratings by 10%.

Engaged employees take less sick days. A study by Workplace Research Foundation found that engaged employees take an average of 2.69 sick days annually compared to disengaged employees who take an average of 6.19 days. Most important, they’re motivated to achieve more. Gallup’s study also showed that engaged companies outperform others in productivity by 21% and profitability by 22%.

In fact, the treatment of employees is also an important factor for consumers. Deloitte’s 2015 study on millennials revealed that this generation considers the treatment of employees as the top characteristic of industry leaders, even over profit generation and impact on overall society. Furthermore, “While they believe the pursuit of profit is important, that pursuit needs to be accompanied by a sense of purpose, by efforts to create innovative products or services and, above all, by consideration of individuals as employees and members of society.”

Companies that have employee centered strategies are also more likely to foster innovative environments that promote autonomy and employee ownership. Atlassian became famous for its ‘Shipit’ days during which it actually encourages employees to drop their work and spend twenty-four hours on a creative project of their choice. Allowing employees the freedom to try out new ideas sounds like a great financial risk but it turned out to have great returns. The projects developed during these sessions have resulted in some of the company’s most profit generating products. Atlassian not only dominates Australia’s tech industry, it has also been named the best company to work for the past two years in a row.

More and more companies have started focusing on an employee first strategy:

In an interview with Inc. Virgin Atlantic CEO Richard Branson disclosed that the company puts staff first, customers second and stakeholders third. He explains, “If the person who works at your company is not appreciated, they are not going to do things with a smile.” Southwest Airlines, the company consistently reaching the top 10 in employee and customer satisfaction surveys, follows the same ideology. The company does this by motivating employees through its company values and creating an environment that regularly recognizes employees for going above and beyond.

Southwest Airlines follows the same strategy. Founder Herb Kelleher posited, “A motivated employee treats the customer well. A customer is happy so they’ll keep coming back, which pleases the shareholder. It’s just the way it works… They can buy all the physical things. The things you can’t buy are dedication, devotion, loyalty—the feeling that you are participating in a crusade.”

 

A Simple Way to Improve Your Job Posting

Implementing this simple trick is a surefire way to improve the performance of your job postings!

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A proven way to improve your job postings

As the war for talent continues, employers are struggling to cut through the noise and attract the attention of the potential job candidates. Since today’s candidates have a lot of options for finding jobs and they are in demand, getting their attention is not easy.

This is where recruitment marketing comes in. Think about it for a second. Your job posting is just a one in million of other being promoted across different job boards, social media channels, etc.

Even if your potential job candidates do click on your job posting, what will keep them there and how will your job posting convince them to apply? Why shouldn’t they browse away to your competitors’ job postings? What makes your job posting different and memorable among so many similar job postings? How can you make your job posting stand out?

The solution is simple – add a video to your job posting!

Top 3 video job posting statistics

Job postings with videos perform better – it’s a proven fact.

Check out these statistics:

Statistic #1: Job postings with videos reach more candidates

According to Wordstream, video generates an amazing 1200% more shares than text and images combined!

In other words, if you add a video to your job postings, more people will share your job postings. As a result, your job postings will be able to reach the significantly greater number of people.  

Statistic #2: Job postings with videos get more views

According to CareerBuilder, job postings with video icons are viewed 12% more than postings without video!

In other words, if you add a video to your job postings, more people will click on it to see it!

Statistic #3: Job postings with videos generate get more applicants

CareerBuilder survey has found that job postings with videos have a 34% greater application rate.

In other words, if you add a video to your job postings, you will have a larger pool of candidates to choose from!

In short, adding videos to your job postings will improve the performance of your job postings. They will have a wider reach, more views and generate more applications – it’s a proven fact!

How to write a great job posting?

Writing a great job posting is not easy. Luckily, there are certain job advertisement best practices you can follow. Check out our Ultimate Guide for Posting Jobs That Stand Out!

How to create a recruitment video?

Yes, you can create a great recruitment video on your own. No big budgets, special equipment or filming experience needed. You can create a great, authentic recruitment video with your own smartphone! Want to know how? Check out out practical tips for creating a perfect recruitment video. 🙂